The Challenge
The Australian government is deeply committed to supporting and enhancing the role of women in aviation. Through initiatives led by the Department of Infrastructure, Transport, Regional Development, and Communications, efforts are being made to address gender imbalances in the aviation sector. Since 2019, the Women in the Aviation Industry Initiative has funded a range of activities to increase visibility and awareness of the sector amongst young girls and women. These collaborative efforts with industry partners reached more than 200,000 women and girls, directly engaging with and mentoring more than 30,000Â students, parents, teachers and career advisors. One the strategic pillars is to drove collaboration across the sector to increase knowledge and action in increasing women in the sector. One of the key challenges in addressing gender imbalances in the aviation and aerospace sector is fostering collaboration across a highly fragmented industry. With multiple stakeholders including airlines, regulatory bodies, training institutions, and private companies, aligning efforts and resources toward a unified goal requires significant coordination and commitment. Overcoming differing priorities and ensuring sustained participation remains a critical hurdle in driving impactful change. ThinkPlace was chosen to run two projects: Design Labs – facilitating collaborative workshops and behavioural Budges – driving systemic behaviour change across the industry. ThinkPlace was commissioned as a partner for shaping initiatives aimed at promoting gender equality and empowering women in aviation and aerospace.
Our Response
ThinkPlaceX established two dedicated teams to tackle gender inequality in the aviation and aerospace sector: the Design Lab Team and the Behavioural Budget Team.
The Design Lab Team facilitated a series of five co-design labs, bringing together a diverse range of industry stakeholders—including airlines, supply chain partners, and training organisations. These sessions enabled the sharing of insights and best practices, while fostering collective ownership of the challenge. The outcome was a cohesive, sector-wide Theory of Change, outlining clear, actionable pathways to drive systemic transformation and embed gender equity across the industry.
In parallel, the Behavioural Budget Team partnered with five organisations across the aviation sector. This team applied a behavioural design approach that began with a review of global best practice and evidence-based interventions. They then conducted a deep discovery process within each organisation to identify the underlying systemic and cultural barriers to gender equality.
Based on these insights, a series of behaviour-shaping communication interventions were co-designed and tested across trial sites. The uptake of these interventions was high, and post-intervention surveys showed a measurable shift in attitudes and mindsets related to gender equity, signalling real momentum toward cultural change
The Impact
By engaging stakeholders through design labs and behavioural nudges, they cultivated an inclusive environment where practical, actionable solutions could be developed. The resulting Theory of Change has provided a framework for systemic transformation, encouraging organizations across the sector to adopt more equitable practices. Furthermore, the increased sharing of knowledge and strategies has strengthened collaboration and inspired further innovation in addressing gender disparities. The initiative has not only raised awareness but also catalyzed measurable change within the industry.
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